Project Overview
Seth Meyers was best known for his Weekend Update gig on Saturday Night Live so we created this logo to be a bridge between his anchoring job and his new late night talk show job. It’s fast moving and energetic with a nod to news graphics from the days of yore. And since Seth has such a unique perspective on the world, we liked the idea that he was on the other side of the line, different from your standard late night host.
Project Commissioner
Project Creator
Team
Art Director: Andrew James Capelli
Director of Photography: Manel Ruiz
Editor: Christine McLean
Project Brief
Seth Meyers has lots of late night television heroes and felt humbled to be joining the pantheon of hosts. Our objective was to create an identity that fit him like a good suit, but also fit right in with the branding of his idols. So, not too different, but not exactly like anyone else either. Seth knew we had designed the identity for both Saturday Night Live and Late Night with Jimmy Fallon, so knew we understood the bigger picture. We just had to show him that we got him as well.
We were responsible for the logo, the opening sequence, and all the on-air graphics, from the animations behind the guest bands to the lower thirds. We played with a healthy dose of reverence for the past, while keeping our feet planted firmly in the present. The design that Seth chose embodied the excitement of New York City with brightly colored moving lights, something typically used just as part of the background. We made these beautiful dynamic lights the stars of the show, instead of just the supporting players. The typography and design references network news graphics, and the combination of the two feels perfect.
Project Innovation/Need
We always enjoy taking something you’ve seen a million times before, but making you look at it anew. We took a common element often found in the background of other shots and made it Seth’s by bringing it to the foreground. The energy and simplicity of the lights and their movement is very powerful.
Design Challenge
We definitely understand the market, and the importance of keeping the viewer's attention. If the open is boring, someone can easily change the channel, and that's unacceptable. Our job is to create a bridge from the previous program to Late Night and get you excited for what you're about to watch.
Effectiveness
Seth has enjoyed incredible ratings since the show premiered in February and everyone is really happy.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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